Illuminarium Experiences hopes to interest audiences in a new type of entertainment – a venue where guests are transported to exotic locations in a multi-sensory immersive experience. In addition to being surrounded by visuals, guests are also immersed in the sounds and smell of the experience.
If you are a Star Trek fan, think of Illuminarium like an early version of a Holodeck where you are surrounded by a different environment; one that is realistic and reacts to things you do.
Illuminarium Experiences is opening its first Illuminarium in Atlanta, Georgia on July 1, 2021. Guests will be transported into an immersive narrative of an African Safari in a production called “WILD: A Safari Experience.”
Illuminarium describes its venue and experience as follows:
Illuminarium’s immersive venues will transport millions of visitors to places they only dream of experiencing by placing them “inside” the narrative with techniques used in traditional motion picture production and virtual reality that facilitate the experience of real-world, filmed content (like a safari) and authentic, re-created worlds in an immersive environment, all without wearable hardware.
In “WILD: A Safari Experience,” guests will travel to Africa amongst exotic animals in their natural environment. Footage for the experience was shot in South Africa, Botswana, Kenya and Tanzania. Guest will be enveloped in the sights, feelings, sounds and smells of Africa. If you see an elephant stomp, you will feel the vibrations on the ground.
In a continuation of the experience, the Illuminarium Cafe will serve dishes from the African continent and the Illuminarium Shop will offer gifts inspired by the safari experience.
On Thursdays through Saturdays, the Illuminarium will transform into a bar in the evenings where guests can eat and drink within the environment.
Experiences can be changed. For example, after its “WILD: A Safari Experience” the Atlanta venue will show “SPACEWALK” which is meant to take the guest on a journey through the Solar System, including walking on the Moon and Mars. As part of the immersive experience, guests will be able to leave footprints on the Moon.
Illuminarium Experiences identifies as “a breakthrough, global entertainment company.” The company says it was created by “worldwide leaders in cinematic and interactive content, architectural and theatrical design and venue operations.” The company just announced that it has received $100 million in initial funding with a “significant” investment from Eldridge.
“Illuminarium Experiences offers immersive entertainment unlike we’ve seen,” said Todd Boehly, Co-founder and CEO of Eldridge. “The brand complements many of our investments across the entertainment and consumer landscapes, and we look forward to partnering with Alan and his team to continue to grow Illuminarium.”
The Atlanta Illuminarium cost $30 million to develop.
The next venue for Illuminarium will open at Area 15 in Las Vegas at the beginning of 2022. That will be followed with an Illuminarium opening in Miami in Spring 2022.